Pharmaceutical company GlaxoSmithKline (GSK) has worked with consultancy firm PWW to open up a new research and development space that is intended to test new technology.

The company is placing an emphasis on real time digital data visualisation in the 697m2 smart space.

PWW helped create the space, which has internal and external interconnected spaces, to showcase ‘how state-of-the-art systems and technologies can be combined in a manufacturing line and environment’, according to The Drum.

Patrick Hyett, Head of GSK’s IIM digitisation project told The Drum, “We wanted to build a facility we can point to and show the art of the possible.”

Immersive Intelligent Marketing facility also includes a ‘sandpit’ area that has workshops and manufacturing and collaboration areas, while color has been used to improve the functionality of the facility. It does this by being incorporated into the signage, graphics and user interfaces while also identifying different areas within it.

Another interesting design feature includes a changing room that incorporates an augmented lab with clothing instructions and compliance, and can work out whether the user is getting dressed correctly.